Product / ServiceTHE NEW MINI F56 HATCH
CategoryA01. Mailings
Entrant Company RAPP NEW ZEALAND Auckland, NEW ZEALAND
Advertising Agency RAPP NEW ZEALAND Auckland, NEW ZEALAND


Name Company Position
Tim Wood RAPP Creative Director
Nicole Yeoman RAPP Art Director
Adam Taylor RAPP Copywriter
Craig Fraser RAPP Senior Designer
Kate Spencer/Smith RAPP Account Manager
Simonne Mearns MINI Mini Marketing Manager
Steve Christie BMW/MINI Crm Manager/Bmw And Mini

The Brief

MINI drivers love their MINI; they treat their car more like a pet, or even a partner. Convincing these drivers to trade in their beloved best friend is really hard. Thing is, the new MINI F56 Hatch wasn’t your typical new car release. It was more like a reinvention of the MINI from the ground up, representing the most significant advances since the MINI was reborn in 2001. If they were ever going to reconsider, now was the time. But only if they realised this was something special. We had to make sure MINI owners took notice.

Creative Execution

MINI drivers aren't like other drivers. Typically a person buys a MINI to mark a certain life stage or to reflect a side of themselves. Consequently they often don't buy another one because they form such an intense attachment to their car. Given this, small upgrades in newer models are unlikely to convince drivers to trade up. But the new MINI F56 Hatch was no small upgrade. It was a huge step forward. Using a driver’s emotional attachment to their current car to introduce the new one was the perfect creative vehicle to prompt them to consider repurchase.

Describe the creative solution to the brief/objective.

Launch a new car and the only thing you're more likely to see than a list of funky new features is the obligatory glossy, new car brochure. But we knew if we just sent that to our MINI owners, there was a good chance they might not realise what a big step forward the new MINI is. Instead, we played off the intense and intimate relationship MINI owners often have with their car. How would your current MINI feel if it found out you were considering driving a new one? And, more importantly, what would it do?


After the mailing, the MINI website saw an increase in site traffic of 124% for the period of activity with the average time on site increasing by over 389%. And our dealer network reported a massive increase in interest in the new F56 MINI with a huge number of phone requests for more info and test drives (sadly they don’t capture the exact number of phone calls for us).